1. 1 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce The National Travel and Tourism Strategy Isabel Hill November 2012

2. 2 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy 2011 Travel and Tourism in the United States: (domestic and international) $1.4 trillion total sales 7.5 million jobs 2.7% GDP Grew at 3.5%, outpacing 1.7% for U.S. overall

3. 3 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy International travel to the United States in 2011: $153 billion international spending $62.7 million international visitors Top markets: 1. Canada 6. Brazil 2. Mexico7. France 3. UK8. S. Korea 4. Japan9. China 5. Germany10. Australia

4. 4 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy International travel to the United States: –25% of all service exports –Supported 1.2 million jobs –Lowered trade deficit by $43 billion

5. 5 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy Competitive position #1 revenues –11.3% market share #2 visitors –6.4% market share But what is the trend? The U.S. share of spending fell from 17.5% in 2000 to 11.3% in 2011 and the U.S. share of visitors fell from 7.6% to 6.4%.

6. 6 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy

7. 7 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy Growth in international tourist arrivals: The number of international tourist arrivals worldwide is forecast to increase by 3.3% a year, on average, in the period 2010-2030. (UNWTO) At the projected growth rate, international tourist arrivals worldwide will pass 1 billion in 2012, up from 940 million in 2010. By 2020, the number is expected to reach1.4 billion. (UNWTO)

8. 8 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy Executive Order – January 2012 Created the Task Force on Travel Competitiveness Chaired by Secretary of Commerce and Secretary of the Interior  State  DHS  Transportation  Army Corps of Engineers  Labor  USTR  EXIM Bank

9. 9 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy Overarching Goals Attract and welcome 100 million international visitors, who we estimate will spend $250 billion, annually by the end of 2021. Encourage Americans to travel within the United States and its territories to see all that our country has to offer.

10. 10 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy Promoting the United States. Enabling and enhancing travel and tourism to and within the United States. Providing world-class customer service and visitor experience. Coordinating across government. Conducting research and measuring results.

11. 11 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy 1. Promoting the United States  Coordinate with Brand USA and leverage partnerships.  Enhance federal promotional efforts.  Provide user-friendly planning tools and resources.

12. 12 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy 2. Enabling and Enhancing Travel and Tourism to and within the United States  Lower barriers to trade in travel services/increase travel flows.  Streamline/expand visa application process.  Improve customer service at ports of entry.  Enhance airport screening.  Maintain and improve transportation infrastructure.

13. 13 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy 3.Provide a World Class Customer Service and Visitor Experience  Improve visitor services at federally-managed sites.  Foster a skilled hospitality and tourism industry workforce.  Support small business in travel and tourism.  Support tourism development.

14. 14 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy 4. Coordinate Across Government  Establish travel and tourism as a government priority  Support tourism development

15. 15 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy 5. Conduct Research and Measure Results  Conduct research  Monitor and evaluate results

16. 16 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce Agencies of the Tourism Policy Council By Legislation: Department of Commerce Department of Homeland Security Department of Interior Department of Labor Department of State Department of Transportation Office of Management and Budget By Invitation: Department of Agriculture Department of Treasury Executive Office of the President Export-Import Bank of the U.S. Office of the U.S. Trade Representative Small Business Administration U.S. Army Corps of Engineers

17. 17 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce Tourism Policy Council Ease of Travel Research Visitor Services Marketing and Promotion Marketing / Promotion Working Group Visitor Services Working Group Research Working Group Ease of Travel Working Group TPC

18. 18 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy Results to Date 2012: Total travel and tourism exports were $109.2 billion, up 8% over the same 8 months in 2011. Visitation levels are up 8% through April 2012. Consular staff processed 1.1 million more visa applications than the previous fiscal year, despite a growing demand. There are more than a million registered users in the Global Entry Program. Taiwan was just added to the Visa Waiver Program.

19. 19 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce Tourism Organizations Related to NTTS DOC (OTTI) TTABTPCOECDAPECCTP DOC: Lead department responsible for travel and tourism T RAVEL & T OURISM A DVISORY B OARD (TTAB): Private sector advisory board to the Secretary T OURISM P OLICY C OUNCIL (TPC): Interagency council to coordinate on USG tourism policy OECD/APEC/OAS: multilateral organizations’ tourism committees to advance policy agenda C ORPORATION FOR T RAVEL P ROMOTION (CTP): Private sector corporation; board appointed by the Secretary Key US DOC ITA/MAS Private Sector Input Private Sector Federal Gov't Multilateral

20. 20 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy Develop a local/regional strategy Include all relevant players to address the complex framework that supports travel and tourism: –Marketing and promotion –Transportation –Safety and security –Product development –Visitor services

21. 21 Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce National Travel and Tourism Strategy Additional Information: tinet.ita.doc.gov –Statistics on travel and tourism Overall stats Top source markets Top destinations –Copy of the National Travel and Tourism Strategy –Subscribe to tinews!!!